Schemes like this are, of course, an important step in the right direction, but the temporary nature of the effort suggests it is as much an awareness raising scheme as it is a viable long term plan to truly take responsibility for the companies products at the end of their life. Contrast that with Patagonia's recent plea to not buy their jackets, and efforts by the company to facilitate resale and peer-to-peer trading of their products, and you can see there is still a long way to go. Of course Patagonia is a brand that appeals to a relatively limited, wealthy and environmentally conscious audience—so it's good to see more mainstream apparel companies following suit. Let's just hope this is the beginning of something bigger.